[Posted on 2 December 2013 by Car Research]
As a car dealership it is imperative to have an effective customer relationship management (CRM) system in place to ensure that none of your leads fall through the cracks. However, it is also important to keep in mind that all not all CRM tools are the best fit for the automotive industry, or may not be the best fit for your individual dealership. By answering the questions below you can help to gauge the performance of your current CRM dealer software and tools, to help to determine if they are truly working for you.
Is It Industry Specific?
Generally speaking, industry-specific tools are more advantageous than industry-wide tools. Some car dealer CRM software programs are so advanced, and so all-inclusive, that many dealerships are using them to replace their dealer management systems (DMS) altogether. This can be ideal as it reduces the amount of software and programs you have to manage. However, you may have invested in CRM software that is designed for retailers across all industries. If your CRM dealer software is not industry-specific, ensure that it is customizable so that you are able to utilize it to best meet all of your needs.
Is It User-Friendly?
Even if you find a CRM tool that has all the bells and whistles you desire, it can be highly ineffective if it is not user-friendly and intuitive. While any new software program will take some time to learn and get used to, it should be fairly intuitive and user-friendly. Opt for software programs that come with interactive tutorials, video tutorials, and a customer support team that is available to answer your questions in a reasonable time frame.
Does It Provide Comprehensive Reports?
You must ensure that your CRM tools provide you with comprehensive reports that allow you to measure your rate of success, and identify areas of opportunity. If your dealership is new, or has not invested much energy into tracking leads in the past, your first few quarters will be used to build a baseline from which you will continue to expand. The goal of CRM is to continue to improve your conversions, track where your leads are coming from, track your sales team’s performance, and help to identify new areas of opportunity.
Are You Using It?
If you have CRM software, but are not using it, it is time to ask yourself why. Is it because the software does not meet all of your needs? Do you feel like it will not add value? Do you feel like you don’t need a tool to manage your leads? While utilizing your CRM software will add an additional item to your plateremember your primary goal as a business owner or operator is to achieve more sales. One of the most effective ways to achieve sales is to convert more of your leads into actual sales, instead of allowing them to go unattended and take their business elsewhere.
Regardless of the size of your dealership, or your tenure in the industry, CRM can improve your growth. Proper implementation of your CRM software and tools will help you to manage your dealership in a more effective and organized manner. If you have yet to invest in CRM tools, you are missing out on ways to track your leads, and the success of your outreach.